K-pop Demon Hunters Ignites Global Frenzy and Cultural Pride

Industry Insights from Next Move Strategy Consulting

A South Korean monk recently conducted a Buddhist ritual for a fictional K-pop boy band, marking what he described as the most unusual ceremony of his career. His purpose was to guide the souls of the group toward peace and rebirth, even though the band itself never truly existed outside the animated Netflix hit K-pop Demon Hunters. The livestreamed ritual quickly went viral on YouTube, drawing widespread attention. Despite being portrayed as villains in the film, the Saja Boys have cultivated a dedicated fanbase, admired for their striking looks and confident presence. Even their name, “saja,” carries symbolic weight, translating to “angel of death” among other meanings.

A Ritual, a Record Audience, and a Cultural Phenomenon

The live-streamed ceremony, a traditional Buddhist rite known as Chondojae, is typically performed for grieving families. On this occasion, however, it was held for the fictional Saja Boys and lasted over two hours, drawing more than 4,000 viewers online — a larger audience than the monk had ever witnessed for a service, even in person. The monk, a registered Buddhist practitioner who also appears as a virtual YouTuber, chose to remain anonymous but clarified that he could not guarantee the salvation of the characters, not even for their lead, Jinu. “That would depend on his good karma. I can guide him, but I can’t promise,” he remarked.

The ritual coincided with the meteoric rise of K-pop Demon Hunters, which Netflix has confirmed as its most-watched film ever. Created by Sony, voiced by Korean-American talent, and rooted in deeply Korean inspiration, the movie tells the story of mythical demon hunters who draw their strength from music — embodied in the form of Huntrix, a bold K-pop girl group. Its globally popular soundtrack, driven by South Korea’s most celebrated cultural export, has become a daily anthem for fans worldwide.

In South Korea, the phenomenon has sparked both excitement and envy. While audiences abroad enjoy theatrical sing-along screenings, local fans are left with a sense of FOMO, as no domestic cinema release has yet been announced.

Cultural Pride and Growing Fan Frenzy

Fans in South Korea have expressed both envy and admiration as K-pop Demon Hunters gains global recognition, with many longing for the same sing-along cinema screenings available abroad. Audiences praised the film’s authentic portrayal of Korean culture, from Joseon-era homes to traditional hanbok, a level of accuracy rarely seen in international productions. Songs from the film, including Golden, have topped charts worldwide, further fueling the hype.

The impact has also extended beyond entertainment. The National Museum of Korea, which showcases artifacts featured in the film, recorded over 740,000 visitors in July, more than double the previous year. Merchandise linked to the movie, such as tiger-and-magpie badges inspired by folk art, sold out quickly, leaving many fans empty-handed despite long waits.

Business Boost and Calls for a Cinematic Release

The success of K-pop Demon Hunters has sparked economic benefits, with artisans like Choi Nyun-hee, founder of Heemuse, reporting a five-fold rise in revenue as traditional crafts featured in the film gained global demand. Choi praised the movie for weaving Korean culture seamlessly into its story.

Beyond commerce, fans also connect with its themes. The heroine Rumi’s struggles with identity struck a chord with viewers like Lee Da-geon, who related it to societal pressures in Korea.

Industry voices are also weighing in. YouTuber Park Jin-soo, once skeptical, now sees the film as a potential blockbuster for South Korean cinemas. He argues that streaming and theaters can complement one another, with the sing-along experience offering a unique path to turn a streaming sensation into box office success.

Rising Demand for Cinematic Screenings in Korea

More than two months after release, K-pop Demon Hunters continues to gain momentum, with North American sing-along screenings making it Netflix’s first number one film at the box office. South Korean fans are now urging for the same experience, voicing their desire to enjoy the film in cinemas.

While the movie is set for limited sing-along screenings at the Busan International Film Festival, tickets are expected to be scarce. Dedicated viewers like Lee Yu-min, who has streamed the film multiple times, say they are eager to attend if a wider release happens. Fans online continue to press the question: if the film is showing in North America, Canada, and the UK, why not in the birthplace of K-pop itself?

Conclusion

K-pop Demon Hunters has become more than just an animated hit- it is a cultural force bridging tradition, modern fandom, and global entertainment. From Buddhist rituals to booming museum visits and thriving craft businesses, the film has amplified Korean heritage on an unprecedented scale. As fans continue to demand cinematic screenings, the momentum underscores how deeply culture media can influence both identity and industry.

Source: https://www.bbc.com/ 

Prepared by: Next Move Strategy Consulting